In recent days, public opinion has been shaken by a string of cases involving artists and celebrities entangled in legal trouble. Some have been linked to drugs, while others have faced allegations related to advertising violations, controversial statements, inappropriate behavior or problematic private lives.

The public is paying too much attention to toxic content

These incidents not only damage the personal image of the artists involved but also raise a bigger question: Behind the spotlight, does Vietnamese showbiz need a deeper process of self-reflection - one that is stricter, more humane and more socially responsible?

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Singer Long Nhat was recently detained over alleged drug use. 
 
 

Art exists to enrich life. Artists, therefore, are not simply people who sing well, act well, appear frequently in the media or attract huge numbers of followers on social media. Artists also shape emotions, influence aesthetics, spread lifestyles and strengthen public faith in beauty, kindness and decency.

When an artist stands on stage, the spotlight shines not only on talent but also on character. Once they step into public space, every statement, every action and every life choice can become a social message.

That is why every celebrity scandal cannot simply be treated as a private matter. An artist’s personal life deserves respect, but when personal behavior crosses into questions of social norms, professional ethics or even the law, it no longer remains a closed-door story behind the curtain.

An ordinary person’s mistake may affect only a small circle. A celebrity’s mistake, however, can shake the trust of hundreds of thousands, even millions of fans - especially young people who are easily drawn to fame, glamour and the lifestyles of their idols.

What is troubling is that in parts of today’s entertainment environment, fame sometimes arrives faster than cultural maturity. Some people are praised too early, become famous too quickly and earn money too easily, yet lack professional ethics, self-discipline and the resilience to resist temptation.

The pressure to maintain fame, compete constantly and remain visible in the “attention economy” has pushed some people toward the fastest route to recognition: provocative statements, controversy-driven livestreams, exposing private lives, creating drama and even disregarding basic standards.

But scandal is not talent. Noise is not value. Views are not the ultimate measure of culture.

An artist may suddenly dominate headlines after a controversy, but public attention does not automatically equal respect. Some forms of fame are built through creative sweat, years of hard work and works that stay in the hearts of audiences. Others are built entirely on controversy - and that kind of fame collapses easily because it lacks the foundation of character and contribution.

If Vietnamese showbiz wants to become a healthy part of the cultural industry, it cannot continue treating scandal as a “media strategy.” A respectable entertainment industry cannot survive long on cheap curiosity. A serious artistic environment cannot allow tricks to overshadow talent, controversy to bury creativity or inappropriate behavior to be excused simply because it belongs to someone’s “private life.”

The more influential art becomes, the greater responsibility artists carry. The more famous an artist becomes, the more they must understand the importance of self-restraint within the boundaries of law, ethics and professional dignity.

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In today’s “attention economy,” many celebrities resort to shocking statements, controversial livestreams and exposing private lives to attract attention regardless of social norms. Photo: Illustration

At the same time, celebrity scandals cannot be viewed from only one side. Audiences and social media are also part of the problem.

We become outraged by misconduct, yet our own curiosity often fuels controversy further. We condemn inappropriate statements, but continue sharing, commenting and debating them, helping them spread even wider. We demand a cleaner entertainment environment, but repeatedly devote enormous attention to toxic content, meaningless online feuds and invasive exposure of private lives that offer no social value whatsoever.

That is why cleaning up showbiz requires more than artists behaving responsibly and stricter management. Audiences also need to become more mature in how they consume culture.

Every view is a vote.

Celebrities should not exist above accountability

Every share becomes either an act of encouragement or a conscious choice. When audiences learn to turn away from cheap tricks, stop blindly idolizing celebrities, stop turning wrongdoing into entertainment and stop tolerating harmful lifestyles simply because someone is famous, “scandal culture” will gradually lose the fertile ground it needs to survive.

From a regulatory perspective, Vietnam has introduced rules governing behavior standards for artists, penalties for violations in culture and advertising, and responsibilities in digital spaces. But reality shows that regulations only matter when they are enforced seriously, consistently and in a timely manner.

For legal violations, the principle must remain clear: all citizens are equal before the law, and celebrities should not enjoy protected zones where fame shields them from consequences. Glamour cannot become a cloak hiding misconduct.

As for ethical violations, inappropriate public statements, false advertising or offensive behavior, there should be flexible but meaningful disciplinary mechanisms capable of deterrence.

Not every mistake is identical, and not every failure should permanently destroy a person’s future. But every wrongdoing must carry consequences. Every apology must come with correction. Every return to public life should be based on awareness, responsibility and genuine change.

I believe it is now time to view artists and influencers in the digital environment as individuals with exceptional social influence. They are no longer performing only on stage, but also “performing” through every status update, livestream, advertising contract and image shared online.

As a result, codes of conduct must become more specific for the digital era. Artists should be held accountable for their statements, the products they promote, the content they spread and the fan communities they influence.

No regulation can replace self-respect

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On May 11, searches for the keyword “Miu Le” surged by 1,000% within just one hour. Photo: File photo

But above all, the most important factor remains the artist’s own cultural awareness. No regulation can replace self-respect. No policy is strong enough if artists themselves fail to understand that talent only truly matters when grounded in character.

Audiences may forgive someone who admits mistakes, changes and chooses to live more responsibly. But audiences will struggle to continue loving someone who disregards standards, treats fans as tools and believes attention is everything.

I still believe Vietnamese showbiz is filled with many decent artists who work quietly, contribute sincerely and continue enriching life without relying on noise or controversy. They remind us that art is not synonymous with scandal, fame does not equal privilege and the stage should never become a place where glamour hides character flaws. Those artists are the true foundation of public trust.

Today’s younger generation of artists has more opportunities than ever before. They have digital platforms, open markets, access to global audiences and the ability to bring Vietnamese music, cinema, fashion and culture to the world.

But greater opportunity also means greater responsibility.

Young artists need to understand that fame is not the final destination. Being loved by the public is not simply luck - it is a cultural debt that must be repaid through serious work, decent living and meaningful contributions to society.

A scandal may make a name explode for a few days. But a meaningful work can remain for many years. An artist who lives with dignity and self-respect can inspire generations.

Vietnamese showbiz does not lack glamour. What it needs now is for that glamour to become cleaner, warmer and more humane.

When artists learn to reflect on themselves, audiences learn to choose real values, regulators enforce rules fairly and society continues elevating genuine beauty, Vietnam can build an entertainment industry that is not only vibrant but also healthy, civilized and worthy of pride.

Bui Hoai Son (Member of the Hanoi's National Assembly delegation)